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It Tastes As Good As It Looks! The Effect of Food Presentation on Liking for the Flavor of Food.
Abstract
Diners in a restaurant were served the same meal (composed of a sautéed chicken breast with a fines herbes sauce, brown rice pilaf, and sautéed green beans with toasted almonds served on a round white china plate). The same food was presented in two different arrangements on two different nights. Although the two presentations were judged as equally "neat", one was judged as more attractive. Subjects reported liking the food on the plate (when all items were judged together) more when it was presented in the more attractive than the less attractive manner. When food items were judged separately, subjects reported liking the chicken and the sauce significantly more when presented in the more attractive manner. Subjects also reported more positive responses to the brown rice pilaf when presented in the more attractive plating style. How attractively food is plated can affect liking for the flavor of the food and could be used to increase acceptance of "healthy" foods.
... In addition, although the specific effect of packaging appeal on product liking has not been explicitly investigated yet, some studies have explored how enhancing food appeal through design makes the food more palatable (Di Cicco et al., 2020;Michel et al., 2014;Techawachirakul et al., 2023;Zellner et al., 2010Zellner et al., , 2011Zellner et al., , 2014. For example, Michel et al. (2014) showed that plating inspired by a work of art increased the tastiness ratings of the food served on it, and Zellner et al. (2014) demonstrated that consumers reported liking the same food more when the plating was rated as more attractive. ...
... In addition, although the specific effect of packaging appeal on product liking has not been explicitly investigated yet, some studies have explored how enhancing food appeal through design makes the food more palatable (Di Cicco et al., 2020;Michel et al., 2014;Techawachirakul et al., 2023;Zellner et al., 2010Zellner et al., , 2011Zellner et al., , 2014. For example, Michel et al. (2014) showed that plating inspired by a work of art increased the tastiness ratings of the food served on it, and Zellner et al. (2014) demonstrated that consumers reported liking the same food more when the plating was rated as more attractive. Furthermore, the literature suggests that appealing packaging increases the hedonic value of the product it contains (Zhao et al., 2019), positively influences brand preference by enhancing attitudes towards the product (Wang, 2013), and increases purchase intention (Bigoin-Gagnan and Lacoste-Badie, 2018). ...
... This research shows that implied motion imagery can increase product liking by enhancing design appeal. Previous studies have examined how liking is influenced by the impact of aesthetics (Michel et al., 2014;Zellner et al., 2010Zellner et al., , 2011Zellner et al., , 2014 or certain specific packaging cues (Di Cicco et al., 2020;Gil-P� erez et al., 2020), but the specific effect of packaging design appeal was yet to be assessed (for a discussion of aesthetics as a topic in psychology and neuroscience, see Skov and Nadal, 2020). This finding is consistent with other research suggesting that attractive packaging draws attention and can increase the hedonic value of the products it contains (Stoll et al., 2008), as well as the perceived product quality (Wang, 2013). ...
Purpose
This paper aims to investigate how implying movement in food packaging imagery may affect product liking. Furthermore, the underlying mechanism is investigated by studying the effect of implied motion visuals on design appeal and naturalness perception.
Design/methodology/approach
Two packages of pineapple juice were designed in which the implied motion depicted in their imagery was manipulated, and a tasting experiment was conducted in which two samples of the same juice were evaluated.
Findings
The results show that the effect of packaging imagery on product liking occurs indirectly through both design appeal and the product naturalness perception. The results of a parallel multiple-mediator analysis show that (1) depicting implied motion made the package be perceived as more appealing, (2) the product corresponding to the package depicting implied motion was perceived as being more natural, and (3) both effects equally contributed to the positive effect of visuals depicting implied motion on product liking.
Originality/value
Overall, these findings widen our understanding of the effects of packaging design on product liking and may help both designers and manufacturers design more appropriate packaging for their products.
... People are impressed by the beauty, and the same also goes for the arrangement of foods. Accordingly, guests who receive foods on the plate in an elegant style tend to claim that their food is more delicious compared to those who receive the same foods on the plate in an unattractive way (Zellner et al., 2014). The eyes are connected to the mouth via the brain, which is endorsed by the assumption that the food is more delicious and better for us, in case we like what we see (Michel et al., 2014). ...
... The arrangement of the plate 6 mostly depends on the ingredients constituting the flavor of the food and the style of the chef or restaurant. Trends regarding asymmetrical plating (Figure 1), which is one of the vertical food arrangements taking inspiration from architecture in Carême's time, preserve their place in modern food plating (Zellner et al., 2014). ...
... In a study carried out in the London Science Museum, with the participation of 7,495 people, 65% of whom were female and 35% of whom were male, investigating the effect of plating on customers; the order of the food on the plate was demonstrated to participants in a way that there will be six different alignments, with different appearances. The results of the comparisons revealed that the plate with balanced presentation was highly preferred (Zellner et al., 2014). ...
Neurogastronomy is a new formation that includes many researches to provide a connection between gastronomy and neurology. The existence of biological, emotional and cultural factors as flavor in the brain can be explained as neurogastronomy. The data received with the five senses are collected in the brain and perceived in its relevant parts. Research on what kind of perception is created with the formation of missing sensory data in the brain has been increasing day by day. In addition, by considering the different reflections of sensory data from reality, it is examined how they lead to perceptions in the brain. Plate design is very important in terms of visual presentation. What kind of an effect the presentation types of plate design have on customers and what kind of plate design they prefer is a matter of curiosity for researchers. Every stage of life continues in the light of technological developments. One of these technological developments is virtual reality. With the use of virtual reality in the field of neurogastronomy, it is possible to simulate the senses differently. This situation creates the possibility of causing different perceptions in the brain. In this study, neurogastronomy, the concepts of taste and flavor and the parameters affecting the perception of taste were addressed, the studies on the effect of plate presentation and atmosphere were examined, and information was conveyed by making a comprehensive literature review.
... (van der Laan et al., 2011). As the old saying states, food color is an important visual cue that affects our ability to identify a food (Zellner et al., 2014). People use food color as a visual stimulus before tasting it. ...
... It is a useful tool for people to identify what they are about to eat. It is a visual clue for goodness/ badness, freshness (Clydesdale et al., 1992;Wada et al., 2010;Zellner & Durlach, 2002, Zellner & Durlach, 2003, healthiness (König & Renner, 2018), likeness / dislikeness (Zellner et al., 2004;Zellner et al., 2014). ...
... The rapid growth of interest concerning how a dish is plated in terms of art and design has been occurred in various areas. While investigating the problem of aesthetic food plating, researches focused on the balance of food , linearity (Spence et al., 2019;Youssef et al., 2015), and neatness (Zellner et al., 2011, Zellner et al., 2014. ...
The aim of the present research was to explore consumers' color-harmony preferences on a food plate in relation to four different criteria; aesthetics, taste, healthiness, and satiety. With respect to this aim, four different food plates were designed based on four color-harmony types used in fine arts-analogous, complementary, triadic and quadratic. The sample of the study consisted of 1.162 participants from Turkey who responded to an online survey including pairs of color-combinations and reported their preferences in terms of the selected criteria. The results were analyzed using Cochran's Q Test and Scheffe Test. The results clearly demonstrated that people respond differently to meals comprising of different color-combinations. One major finding was that people seemed to find quadratic food-color harmony as the least tasty and healthy food even though they found it aesthetics. In correspondence to the results of several other studies, the present study found that attractiveness of food plates could be increased through the use of more colors to a certain level. Food plates with quadratic color-harmony were detected to be the least tasty and healthy and less filling by Turkish consumers.
... Further, though not explicitly mentioning the concept of entrophy, several studies have examined the influence of disorder versus neatness on customer perception and judgment. For instance, some research has suggested neatness of food presentation can improve customers' evaluation and purchase behavior (Zellner et al., 2011(Zellner et al., , 2014. This is further supported by Suher et al. (2021) who find that aesthetic imperfections reduce customer liking for unprocessed foods. ...
... In line with this thinking, recent research suggests that neatness as an element of product presentation can also act as a visual cue to form expectations about the product (Rixom et al., 2020). Studies about food presentation reveal that food presented in neat plating generates more positive attitudes than the same food presented in a messy way (Zellner et al., 2011(Zellner et al., , 2014. However, Michel et al. (2014) reveal that neatness is not a significant determinant of customer evaluation and willingness to pay. ...
... In other words, the level of neatness or disorder alone can not sufficiently account for a change in customer evaluations. Visual entropy (i.e. the level of neatness or disorder) triggers a shift in customers' temporal focus (Biliciler et al., 2022); therefore, it needs to be examined in conjunction with the temporal orientation of the product positioning, which explains the inconclusive findings in existing studies about the impact of visual neatness (Michel et al., 2014;Zellner et al., 2011Zellner et al., , 2014. ...
Purpose
Underpinned by the fit-fluency framework, this research aims to explore the effect of visual entropy (i.e. the neatness or disorder of food presentation) on the likelihood to purchase under different time-related positioning conditions.
Design/methodology/approach
Two experiments were conducted with customers who are located in the USA via Amazon Mechanical Turk. Study 1 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four advertisements for a fictitious ice cream brand. Study 2 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four book covers for fruit salad recipes.
Findings
The findings demonstrate low entropy (i.e. neatness) increases purchase likelihood when being paired with modern positioning, whilst high entropy (i.e. non-neat presentation) positively influences the propensity to purchase a traditional product on account of temporal fit. These relationships are mediated by perceived quality and nostalgia.
Originality/value
This research extends the understanding of visual entropy and addresses the inconclusive evidence of the impact of the neatness of product presentation on consumer behavior. The authors elucidate the mechanisms behind which neatness and non-neatness of food presentation affect purchase likelihood when different types of time-related positioning are featured.
... In addition, Thai food items were selected more while participants listened to Thai folk songs compared to Italian folk songs. Zellner et al. (2014) showed that chicken parmesan was selected more when Italian music was played, while seafood paella was selected more when Spanish music was played. In another study, Chinese participants increasingly selected Eastern food image items over Western items while listening to Eastern music compared to Western music, while the opposite was found with Danish participants (Peng-Li et al., 2020). ...
... Another limitation is that this study did not investigate the effect of music type, tempo, ethnic on food choices. The effect of music type and tempo can impact food choices (Caldwell et al., 2002;Feinstein et al., 2010;Zellner, 2014). Further research should explore the interaction of food and music in real-world settings using additional music stimuli. ...
Sensory cues like music can influence our behaviour towards food. In the present study, the effect of music on
hunger, fullness, desire to eat and liking of foods, while viewing real lunch food items, was investigated. To this
end, emotions and physiological measures were obtained to understand the changes in hunger, fullness, desire to
eat and liking. The study aimed to examine changes in hunger, fullness, desire to eat, and liking when viewing a
lunch meal under silent and varying music conditions. Additionally, the study explored the potential role of
emotions to explain these changes. A crossover experimental design was employed using 50 participants (17
males and 33 females) who observed lunch food items during a silent condition (control), or while listening to
either liked or disliked music. The findings demonstrate the cross-modal influence of music on hunger and food
liking ratings when viewing food. Hunger ratings were higher and more negative emotions were evoked while
viewing lunch food items and listening to disliked music. In contrast, in the silent and liked music conditions,
which elicited more positive emotions, there were increased ratings of healthy and unhealthy food pleasantness,
overall food liking, and food satisfaction. Electrophysiological measures of heart rate (HR) and skin conductance
(SC) were obtained while listening to music and viewing a lunch meal. Viewing food items while listening to
disliked music evoked negative emotions and significantly increased SC compared to liked music or silent
conditions. Viewing the food items under the silent condition evoked positive emotions and significantly
increased HR compared to listening to liked and disliked music. This study showed that the participants’ emo-
tions, hunger level, liking, and electrophysiological responses when viewing food are influenced by music that
varied with liking. Results from this study may assist in enhancing dining experiences, as well as influencing food
choices and satisfaction with meals.
... And the color of food also counts in influencing consumers' judgments of the taste and flavor (Paakki et al., 2019). For example, produce is considered tastier if it looks more appealing (Zellner et al., 2014). Consumers are unwilling to purchase produce exhibiting abnormality and cosmetic damage (Holweg et al., 2016), even if these discarded items are not rotten ones and nevertheless offer the same quality and taste guarantee as their attractive counterparts. ...
... Sensory cues comprise multiple unchanged elements, such as shape and color; instead, cognitive cues are endowed purposely through external factors like price, brand, or labels (Chan, 2022;Krishna and Elder, 2021). As a rule, when a cognitive cue is absent, consumers tend to use sensory cues to infer the freshness, taste, and quality of produce with their eyes at first sight of them (Zellner et al., 2014). Given this, it would be practical to make consumers informed through cognitive cues (van Esch et al., 2019). ...
Purpose:
Individuals, organizations, firms, and governments have been making strenuous effort to promote sustainable and green consumption. However, it is noticeable that a large amount of unattractive produce is ruthlessly discarded and wasted around the globe, resulting in unsustainable consumption behavior, harming long-term business development, and breaking the harmonious relationship between humans and nature. Therefore, to increase consumer literacy toward unaesthetic produce, this research investigates the pivotal role of "natural" labeling in increasing purchase intention toward visually unattractive fruits and vegetables.
Design/methodology/approach: By recruiting participants from one of the largest online crowdsourcing platforms (the Credamo), this research conducts three online experimental studies (with two pilot studies) to test three hypotheses based on the cue utilization theory and the lay belief theory.
Findings: The results show that unattractive produce with the "natural" label could significantly increase consumers' purchase intention compared with those without specific labels. The results also reveal that consumers' lay beliefs that natural foods are perceived to be tastier and healthier mediate the positive effects of "natural" labeling (vs no specific labeling) on willingness to purchase.
Originality/value: This research explores competing lay beliefs about unattractive produce. It identifies the positive effects of lay beliefs "natural 5 tasty and healthy" through "natural" labeling appeal, thus attenuating the misapplication of lay beliefs "unattractive 5 tasteless and unhealthy" and broadening the application scope of consumer lay belief theory. The findings also contribute to the cue literature by manifesting the positive consequences of the "natural" label playing as a cognitive cue in priming lay beliefs about naturalness. In addition, it also paves a positive way for business practitioners and marketers to develop the produce industry sustainably.
... Consumers often view produce with cosmetic imperfections negatively, significantly impacting their food quality inferences and purchasing decisions (de Hooge et al. 2017;Grewal et al. 2019;Loebnitz, Schuitema, and Grunert 2015). For example, visually appealing produce is perceived as tastier than less appealing produce (Zellner et al. 2014), and normally shaped produce is preferred over deformed one (Loebnitz and Grunert 2014). Visual characteristics not only shape the consumers' initial sensory perceptions but also trigger inferences about food quality (Acebrón and Dopico 2000;Loebnitz, Schuitema, and Grunert 2015;Wei et al. 2012), ultimately influencing their preferences and purchase intentions (Grunert, Bredahl, and Brunsø 2004;Wansink 2004;Xu et al. 2021). ...
In a world where food insecurity and food waste paradoxically coexist, the rejection of aesthetically imperfect yet edible produce significantly contributes to food waste. This study examines the application of compelling storytelling to alter consumer perceptions and behaviors toward unattractive produce, a perspective largely overlooked in sustainability research. We address this gap by exploring how storytelling can mitigate cognitive biases against such produce, thereby enhancing consumer acceptance through improved perceived taste. In Study 1, we examine the effect of unattractive produce on produce valuation and the mediation of perceived taste. In Study 2, we investigate the moderating role of storytelling in enhancing consumers' perceived taste of unattractive food. Through two experimental studies, we confirm that combining storytelling with marketing tactics, such as coupons, significantly increases consumers' consumption of unattractive produce. We recommend retailers utilize storytelling in marketing unattractive produce to optimize marketing effectiveness and promote sustainable food consumption. Our findings advance storytelling, visual marketing, and unattractive produce literature and offer practical insights for reducing food waste, contributing to sustainability efforts and social welfare. By employing a storytelling strategy, we support social good by encouraging the consumption of “ugly” produce.
... Besides complexity, aesthetics can enhance appreciation and generate positive attitudes (Margariti et al., 2022). Previous research found that an appealing visual presentation of food will make consumers like the taste of the food even though they have not tasted it (Zellner et al., 2014). In the purchasing decision-making process, consumers will choose products that they find attractive and that meet their needs (Kansal, 2013). ...
Objective: The COVID-19 pandemic has encouraged people to adopt healthier lifestyles, yet available information remains scarce. Marketers often utilize advertising to educate the public, but ads must be engaging to capture attention. Therefore, this study seeks to examine how the content and sources of advertisements influence attitudes toward vegan food using the SO -R Theory. Design/Methods/Approach: This study conducts experiments on social media apps, manipulating vegan food ads across different designs and endorsers using a 2x2 factorial design between subjects with 160 participants. It utilizes vegan meat as a stimulus and conducts manipulation checks before distributing questionnaires. Findings: The findings indicate that classical aesthetics are more effective in shaping attitudes toward vegan food advertising. Consumers purchase vegan food to maintain their health, and by using classical aesthetics, consumers perceive the food as healthier. Originality/Value: Previous research on vegan food has focused on various aspects such as values, claims, motivation, and ideologies. In contrast, this study explores how vegan food ads positively influence consumer attitudes, with unique visual aesthetics findings in these advertisements.
Practical/Policy Implication: Marketers must focus on visual aesthetics and choose suitable endorsers for effective vegan food ads, shaping positive consumer attitudes and purchase intentions.
... Participants stated that "a dish looking appetizing to eat" is perceived as tasty, fostering the consumption of the dish. Results are in line with previous research as consumers create expectations about the taste of a dish by considering its appearance, which can help to create positive attitudes that will influence the liking of the dish (Zellner et al., 2014). ...
Consumers’ familiarity with foods influences their expectations and experiences upon consumption. Familiarity has mostly been assessed using perceived familiarity when studying single foods. However, foods are often combined to create dishes, complex compositions eaten at various mealtimes. Hence, this paper aimed to study if and how the level of consumers’ dish familiarity shapes their motives and preferred contexts for home cooking and consuming three dishes: one traditional dish, one adopted ethnic dish, and one mainly unavailable and unknown ethnic dish. First, we describe the operationalization of familiarity into the qualitative “consumer's dish familiarity index” (CDFI) used to determine participants’ familiarity level to the dishes. CDFI includes four indicators (perceived availability, consumer's knowledge, preparation, and consumption). In‐depth interviews (n = 27) were conducted with Dutch and Chilean women, as the countries have contrasting levels of immigration and globalization, which are expected to shape their inhabitants’ familiarity level with ethnic dishes. Most experienced consumers (high familiarity) mentioned more dishes and individual‐related motives to prepare and consume a traditional or an adopted ethnic dish. Social‐ and individual‐related motives were salient when a dish was unknown and/or not previously consumed. Consumers’ familiarity level also guided their preferred social context and location when consuming the dishes. A dish barely available will likely be first consumed in a restaurant to try a new dish that is perceived as appetizing to eat. Results showed that convenience, wanting to eat comfort foods, and showing affection to others are important motivators to facilitate the adoption of dishes to be home cooked.
Practical Application
This paper provides a novel approach to assess consumer familiarity to dishes. The qualitative consumer's dish familiarity index (CDFI) can be used in future investigations to assess and classify consumers into different dish familiarity levels by using four indicators. The outcomes of this study suggest consumers’ familiarity level could serve as a reference for designing and/or improving (ethnic) foods and creating marketing campaigns to introduce them into (foreign) countries.
... The last area of this study is presentation. Presentation refers to the aesthetically attractive element of food [53,54]. Food presentation is related to the first impression of food, which makes consumers pay attention to the food [14,15]. ...
This work aimed to explore the food quality attributes of in-flight meals and to examine the antecedents of positive emotion and continuous usage of these meals. As a subdimension, this study uses multiple attributes: menu diversity, familiarity, temperature, nutrition, and presentation. Another purpose of this work is to examine the moderating effect of menu diversity on the relationship between nutrition and continuance usage. A survey via clickworker was used to collect the data for this work. There were 317 valid observations for statistical inference. This study used a structural equation model to test the hypotheses, and the Hayes process model macro 1 was adopted to test the moderating effect. The results showed that all independent variables other than familiarity significantly accounted for positive emotion. Moreover, all of these attributes had a positive impact on continuous usage. This work unveiled a significant moderating effect of menu diversity on the relationship between nutrition and continuance usage. This research elucidates the literature by clarifying the influential attributes of emotion and continuous usage intention in the domain of in-flight meal products and discussing practical implications.
... 71 Those chefs wanting to deliver interesting/creative dishes may, however, be well-advised to stay away from the standard balanced approach to plating. 72,73 There is a hint in the data of a divergence in terms of creativity ratings for a dish on the one hand and willingness to pay ratings on the other. ...
Large amounts of money, time and effort are devoted to sensory and consumer research in food and beverage companies in an attempt to maximize the chances of new products succeeding in the marketplace. Many new products fail due to lack of consumer interest. Answers to what causes this and what can be done about it are complex and remain unclear. This wide-ranging reference collates important information about all aspects of this in one volume for the first time. It provides comprehensive, state-of-art coverage of essential concepts, methods and applications related to the study of consumer evaluation, acceptance and adoption of new foods and beverages. Combining knowledge and expertise from multiple disciplines that study food sensory evaluation and consumer behaviour, it covers advanced methods including analytical, instrumental and human characterization of flavour, aspects of food processing and special research applications of knowledge and methods related to consumers’ evaluation of new food products. Researchers and professionals working in food science and chemistry are sure to find this an interesting read.
... Yiyeceği gören ve kokusunu alan deneklerde beyin metabolizmasında %24 oranında bir artış gözlendiği ifade edilmiştir. Görme ve koklamanın beyin aktivitesindeki etkisi önemli olmakla birlikte, gıdaların estetik sunumunun da tat algısını etkilediği ve tüketilen yiyeceğin daha lezzetli olarak algılanmasını sağladığı çalışmalarda bildirilmiştir (11)(12)(13). Bu temel araştırma alanlarına ek olarak, nörogastronominin gıda endüstrisi ve halk sağlığı üzerinde de önemli etkileri vardır. Örneğin, tat algısının altında yatan sinirsel mekanizmaları anlamak, gıda bilimcilerinin tüketicilere daha çekici gelen yeni tatlar ve dokular geliştirmelerine yardımcı olabilir. ...
Yiyeceğin görünümü, tat ve lezzete ilişkin belirli beklentiler sağlamaktadır. Bu da beslenme ve tüketim davranışını birçok açıdan etkilemektedir. Lezzet algısı, besinlerin tüketilmesi ve beyin tarafından işlenmesi sonucunda ortaya çıkan bir deneyimdir. Nörogastronomi, yemeğin, lezzetin ve yeme alışkanlıklarının, sinirbilim ile psikoloji gibi alanlardaki bilimsel araştırmalarla anlaşılmasını ve açıklanmasını hedefleyen multidisipliner bir alandır. Bu alan, insan beyninin yiyecekleri algılaması, tat duyusu, iştah kontrolü, yeme alışkanlıkları ve besin tercihlerine ilişkin süreçleri inceleyerek, yemek deneyimini etkileyen faktörleri anlamaya çalışmaktadır. Nörogastronominin en önemli araştırma alanı, beynin iştah ve gıda alımını düzenlemedeki rolüdür. Beynin duyulardan gelen bilgilere dayanarak yiyecek tatlarını işlemek için nasıl çalıştığını anlamak önemlidir. Beyin-iştah bağlantısını doğru bir şekilde anlamak, bireylerin daha sağlıklı yemek tercihleri yapmaları konusunda uzmanlara yol gösterici olabilir. İnsanların yiyeceklerin sağlıklılığına ve lezzetine hem davranış hem de beyin düzeyinde nasıl değer verdiklerini hesaba katmak, aşırı kilo ve obezite ile ilgili sorunların daha iyi anlaşılmasına ve ele alınmasına yardımcı olabilmektedir. Nörogastronomi, yiyecekleri farklı şekilde algılamak için beyinle nasıl çalışılacağı ve sağlıklı gıdaların lezzetli olduğunu düşünmeye yönlendirme konularında yol gösterici olabilir. Bu makalede, tat ve lezzet kavramı, tat algısını etkileyen parametreler, görsel faktörler, tabaktaki yemeğin lezzetini etkileyen faktörler ve nörogastronominin sağlıklı besin seçimini geliştirme üzerindeki rolü incelenmiştir.
... Estetika dekoracije deserata, u različitim istraživanjima, prikazana je kao važan ele ment potrošačke procene krajnjeg proizvo da, nastala usled različitih utiacaja šefova širom sveta (Zellner et al., 2014;Rowley and Spence, 2018). Atraktivnost seviranih proizvoda kao što su ukus i miris, zaokru ženi karakterističnim izgledom proizvoda doprinosi želji potrošača za kupovinom i konzumacijom gotovog proizvoda (Stošić et al., 2022). ...
Confectionery has always been considered an art form. From the original form to what it is considered to be today, a long development period preceded, and the desserts transformed into real work of art. The appearance of a prepared and served dish is one of the most important factors of its attractiveness on the market. Also, it is considered to be one of the main motivators when making a decision about their purchase. In fact, consumers who have expectations related to a certain product must be stimulated by sensory characteristics, the first of which is the appearance. The first data on the decoration of sweets dates back to ancient Rome, and the techniques and means of decoration have been shaped and continue to be adapted to the needs of the market. Today, there are many different techniques used in decorating sweets, and the pastry chef must be precise and concise in portaying his emotions to the finished product, through the decoration. Consumers are guided by primal instincts and choose simpler, more reduced decorations that follow the taste of the confection with their appearance. The objective of the research is to analiyze the impact of the confectionary decoration on consumer behavior. The aim of the work is to obtain information about the importance of the the pastry product decoration on consumers through consumer surveys. The research was conducted by surveying consumers in A.P. Vojvodina (R. Serbia), and the collected data was processed using descriptive statistics.
... Furthermore, we prefer objects with rounded contours we are familiar with and this appreciation is modulated by specific individual traits, such as affective intuition and unconventionality (Chuquichambi et al., 2021). The chef's centrally-positioned plating of the cornmeal on the plate may have also boosted liking (Rowley and Spence, 2018); note though that creativity is more likely to be achieved with rather offset-from-centre plating styles (Roque et al., 2018), even though people prefer attractive plating of food (Zellner et al., 2014). 1 At the same time, note that pizza research recommends, for volumetrically-equal rounded/square presentations to contextually manipulate the orientation and the description of the shape, so as to boost the marketing of the food product (Krider et al., 2001). Relatedly, plate aesthetics appear to be only partially influencing food liking (see Spence, 2022, for a review), as recent findings indicate that both self-reports on liking and valence, but also bodily electrodermal activity, are comparable across presentations of haute cuisine and traditional presentations of a dish (Rosa et al., 2023). ...
... In the food consumption domain, prior research suggests that the visual appearance of food influences not only people's appetite but also actual food liking (Li & Sheopuri, 2015;Zellner et al., 2014). Organic product is somewhat known for its rugged look stemming from the intentional absence of treatments for plant diseases (Yue et al., 2009). ...
The organic food industry has witnessed remarkable growth, primarily fueled by the increasing consumer interest in sustainability. This chapter explores the dynamic relationship between organic food consumption, underlying motivations, and marketing strategies employed by marketers to leverage this trend. The chapter first delves into the motivations behind organic food consumption, highlighting health benefits and environmental benefits with an emphasis on sustainability as a central driving force. Consumers are increasingly seeking to align their dietary choices with their values, thereby prioritizing their well-being while contributing to a more sustainable environment. Furthermore, this chapter examines the strategic marketing approaches that are prevalent in the organic food market. These strategies encompass a range of tactics, including the use of organic labels, advertising messaging, menu psychology, and creative food presentation techniques, all aimed at positioning organic food as a sustainable choice. This strategic shift solidifies the pivotal role of organic food within the broader context of food consumption, reflecting a critical societal trend towards sustainability within the realm of service management.
... This probably arises from that artificial sweeteners (eg, aspartame, saccharin) used in the production of diabetic products are substantially sweeter compared to sucrose (Çakmakçı & Çelik, 2004), thus rendering industrial-type diabetic products sweeter than homemade ones. On the flip side, the fact that artificial sweeteners give artificial sweetness characterized by metallic and bitter tastes to the product (Yılmaz, 2007) led to the participants to perceive artificial taste in industrial-type diabetic products. However, it was also observed that some participants made references to health concerns a lot while describing industrial-type products in terms of sensory attributes. ...
Diabetes Mellitus is a metabolic disease that can cause serious damage to the human body if left untreated. High blood sugar level is among the symptoms of this disease, and nutrition therapy is very important in its treatment. On the other hand, breakfast is notable for being the first meal of the day and for containing high-sugar products in terms of nutritional content. Within the scope of the present research, a study was carried out using a semi-structured interview form in order to obtain information about the consumption trends of high sugar-containing and/or diabetic breakfast products in 19 diabetic patients and their situation of producing these products at home. In the study, it was observed that there were significant differences between the participants' tendencies to purchase, produce and consume these products regarding diabetic breakfast products. As a result, when homemade diabetic breakfast products were compared with industrial diabetic foods, it was seen that taste and consistency parameters became prominent. Rapid deterioration and maintaining these products' consistency, color and sweetness were among the difficulties encountered while preparing homemade diabetic breakfast products. It was determined that the participants used stevia, honey, molasses, dates, sweetener, carob, sugar alcohol and cinnamon as sugar substitutes, and pectin, dried nuts, dates and boiling process for thickening the product in making diabetic breakfast products at home. Websites and social media were the most common platforms where participants search for diabetic breakfast recipes. Besides, the participants also stated that diabetic product options were insufficient in out-of-home breakfast places.
... Applying resourceful cooking techniques such as proper trimming and reusing vegetable cut-offs are among the ways to achieve sustainable kitchen operations [17]. The presentation of the food (e.g., attractive and tasty) [66] and food-related behaviors of consumers (e.g., leaving leftovers) [59] also contribute to the sustainability of food services. ...
... Indeed, an attractive design speaks to consumers because it conveys information about the product and the brand (Bloch, 1995). For example, making a food plate attractive improves the sensory experience by increasing liking of food flavor (Zellner et al., 2014). Recent research further highlights a pretty = healthy bias in which attractive foods are judged as healthier (i.e., more nutritious and less fatty) than less attractive foods (Hagen, 2020). ...
A substantial portion of produce harvested around the world is wasted because it does not meet consumers’ shape expectations. Only recently has research begun investigating the causes underlying misshapen produce rejection by consumers. Generally, this limited research has concluded that misshapen produce is subject to an ugly penalty, leading consumers to form biased expectations regarding product attributes (e.g., healthiness, tastiness, or naturalness). In this research, we propose that this ugly penalty extends to the moral valuation of misshapen produce and that this moral penalty is rooted in the feelings of disgust evoked by the visual appearance of such produce. Across five studies and two pilot studies, we show that misshapen fruits and vegetables are disgust elicitors, and that felt disgust causes consumers to make negative moral associations with produce which, in turn, leads to decreased preference. We also show that pairing misshapen produce with a positive unconditioned stimulus (i.e., an image of attractive individuals) is an efficient solution to counteract the effect of this stereotype. This research contributes to the growing body of work demonstrating the link between consumption behaviors, consumer preferences, and morality.
... Various studies have shown that experiential marketing strategies have managed to improve the perception of food as more attractive than traditional marketing [21,22]. This is possible because the consuming experience felt by consumer also improves the consumer perception and decision to purchase a restaurant in France [6]. ...
... The same meal was presented in different arrangements in Zellner et al.'s (2014) study. They discovered that food presented in a more appealing manner was preferred over food presented in a less appealing manner. ...
This study focuses on analyzing the impact of creating modernist visual presentations of national foods on international acceptability. In this context, a classical Turkish menu including an entrée, savory appetizer, main course, side dish, and dessert is prepared and presented. Classical presentations have been created using tools found in Turkish cuisine. Modernist presentations are created in the style of Nouvelle cuisine. These courses are prepared and sent to the European consumers, a significant tourist group for Turkey's touristic demand. The data is obtained from a total of 82 participants from 19 different European countries using comparative test techniques and hedonic scales. When the data is analyzed, it is seen that modernist presentations are preferred in all courses. The scores of appreciations in modernist presentations are higher than that of the traditional versions. Based on these findings, it is found that preparing modernist presentations in line with the target market habits have a positive impact on the acceptance of traditional foods. The findings may be important in terms of making sense of the food consumption preferences of European visitors and increasing the extra benefit.
... Visual aesthetics are crucial in enhancing the food consumption experience (Bédard et al., 2020), and plating aesthetics can significantly impact consumers' perceptions of culinary creativity, willingness to try new foods, and dietary hedonism (Rowley and Spence, 2018;Zellner et al., 2010;Roque et al., 2018). What's more, consumers also tend to rate aesthetically pleasing foods as healthier, tastier, and of higher quality Pfeiffer et al., 2021;Zellner et al., 2014) due to the halo effect. However, as an extrinsic cue for food evaluation, aesthetics may only be used when intrinsic cues such as nutrients and taste are inadequate and non-diagnostic (Chung et al., 2006). ...
The spike in obesity worldwide has prompted a slew of nutritional information policies and healthy eating nudges that aim to improve people's diets. Of all the strategies that have proposed, changing consumers’ perceptions and evaluations of healthy food through aesthetic plating may be an untested, yet effective and low-cost approach to encourage healthy eating globally. The present study explored how different plating aesthetics types affect the evaluations of high and low-calorie foods by Eastern and Western consumers. Valid data were collected from 181 Chinese subjects and 177 American subjects. The result showed that both Easterners and Westerners agree when low-calorie foods plated with classical aesthetics look healthier than those with expressive aesthetics. What is more, the low-calorie foods with classical (vs. expressive) aesthetics plating appear to Westerners to be more tasty, likable, and appealing to consumers. Easterners, on the other hand, thought that the aforementioned foods with expressive (vs. classical) aesthetics plating were tastier, but they had no more favorable attitudes or purchase intentions towards them. In conclusion, our results suggest that the type of plating aesthetics can influence consumers’ evaluation of healthy food, and this evaluation differs depending on cultural background. Thus, aesthetic plating may be an ally in the worldwide promotion of healthy eating when combining healthy food with an aesthetic plating design that maximizes food enjoyment for multicultural groups.
... Visual appeal of food and beverage products has also been shown to impact taste evaluations. For example, Zellner et al. (2014) revealed that when a plate of food was presented in an attractive manner, diners rated the taste of the meal more positively. Further, when product attractiveness was associated with healthiness, this in turn positively impacted perceived tastiness (Hagen, 2021). ...
Packaging communicates intrinsic product attributes to consumers, which can influence consumer response and decision-making; however, little is known about the impact of non-traditional packaging formats. The current research aims to bridge this gap. Across five studies, we demonstrate that non-traditional packaging negatively influenced purchase intention of a complex product, wine, through product appeal and taste perceptions (Study 1A)/expectations (Studies 1B–4). We also demonstrate that the consumer response to non-traditional packaging is a function of individual differences (desire for unique products) and label attributes (eco-friendly labels).
... Our data show that the willingness to eat other consumers' plate leftovers is associated with the appearance of these leftovers: "presumably the Bänderer will also select and not touch disgusting looking leftovers from unappealing looking people" (554). This can be compared to studies that have shown that liking of a meal increases when the meal is presented attractively and neatly [84,85]. ...
... De plus, il a été démontré que la publicité sur les produits alimentaires avait un impact considérable sur le goût perçu (Elder & Krishna, 2010) et que les facteurs esthétiques tels que les couleurs et la présentation des produits peuvent augmenter le plaisir de manger (Hoyer & Stokburger-Sauer, 2012;Zellner et al., 2014). En effet, une publicité qui met l'accent sur de multiples sensations telles que le goût, le toucher et l'odorat aura une meilleure perception du goût que celle qui met l'accent sur le goût seul (Elder & Krishna, 2010). ...
Dans un contexte anxiogène lié aux diverses et successives crises alimentaires, les consommateurs sont devenus plus soucieux de leur santé, se préoccupant de plus en plus de ce qu'ils mangent et de ce qu'ils boivent se traduisant par une demande croissante de vouloir voir le produit avant de prendre leur décision d’achat. Ce travail doctoral examine l’impact de la transparence de l’emballage et de la texture d’un produit alimentaire sur l’évaluation d’un produit. Un plan expérimental a été retenu, avec 3 conditions de transparence (opaque, semi-transparent, transparent) et deux conditions de texture visuelle du produit (rugueux vs. lisse). L’influence du degré de transparence de l’emballage et de la texture d’un produit est étudiée au moyen de trois études par une approche aux méthodes variées, à savoir 3 types de produits différents (compote de pomme, confiture de fraise et cookie au chocolat), la manipulation de la transparence de manière graduelle et l’utilisation de différents types de matériaux (emballage en verre, emballage en plastique). Les résultats de cette recherche prêchent en faveur de l’utilisation des emballages transparents et montrent que plus l’emballage est transparent, plus le produit est perçu sain, de qualité et de confiance, ce qui apporte des réponses aux managers et aux politiques publiques qui souhaitent positionner leurs nouveaux produits alimentaires selon l’axe « santé » mais aussi restaurer ou encore améliorer cette relation de confiance avec les consommateurs.
... In another study Zellner et al. (2014) compared two different plates, both judged neat in the presentation but different in attractiveness: the more attractive version was deemed to be tastier (this was true for all the plates except for string beans). ...
In this study we analyze how the visual impact influences consumers, in particular considering the way a food is presented, exploring in this way how food marketing is also a question of food appearance. Do we eat firstly with our eyes? And if yes, which are the consequences of this process on food marketing strategies? Literature highlights that the way food is presented produces effects from a celebral and a physiological point of view, but also how it affects taste. In the first part of this research literature has been explored, paying attention in particular on hunger as a process which begins from eyes and, secondly,on how neatness makes food more desiderable. The second part of the study shows our experiment on consumers. Specifically 71 subjects were involeved, divided into four groups, that had to observe and evaluate some plates of fruit and bresaola, once arranged neatly, once disorderly. Data have been gathered and analyzed, in particular highlighting consumers' expectation about the tastiness of the food and how much they would have spent to eat that food. Finally we discuss about the findings, in....
... Principles of visual aesthetics (or beauty), including balance, order, symmetry, and pattern repetition, influence the visual appeal of foods (see Hagen, 2021;Spence, 2021a). For example, the neat, or artistic (e. g., contemporary), presentation of foods has often been shown to increase people's preferences when compared to standard, or messy, presentations (e.g., Michel, Velasco, Gatti, & Spence, 2014;Reimann, Zaichkowsky, Neuhaus, Bender, & Weber, 2010;Van Doorn, Colonna-Dashwood, Hudd-Baillie, & Spence, 2015;Zampollo, Kniffin, Wansink, & Shimizu, 2012a;Zellner et al., 2011;Zellner, Loss, Zearfoss, & Remolina, 2014). Similarly, people generally prefer a balanced visual presentation of the elements on the plate to an unbalanced one (Velasco, Michel, Woods, & Spence, 2016; see also Schifferstein, Kudrowitz, & Breuer, 2020;Zellner et al., 2010), even though the asymmetric presentation of food is associated with the perception of increased culinary creativity (see Roque, Guastavino, Lafraire, & Fernandez, 2018a;Szocs & Lefebvre, 2015). ...
In recent years, a growing number of academic researchers, as well as many marketing and design practitioners, have uncovered a variety of factors that would appear to enhance the visual attractiveness, or deliciousness, of food images to the typical consumer. This review, which contains both narrative and systematic elements, critically evaluates the literature concerning the various factors influencing the eye appeal of food images, no matter whether there is an edible food stimulus physically present in front of the viewer or not. We start by summarizing the evidence concerning the human brain’s ability to rapidly determine energy-density in a visual scene and pay attention accordingly. Next, we focus on the importance of embodied mental simulation when it comes to enhancing visual deliciousness. Thereafter, we review the literature on the importance of visual aesthetic features in eye-appeal. The wide range of visual attributes that help to enhance food attractiveness include symmetry, shape, freshness, glossiness, dynamic-presentation, etc. The review concludes with sections on the importance of background/ambient lighting/colour, and the tricks used by those who digitally manipulate images. Taken together, therefore, many different factors ultimately influence the visual deliciousness of food images.
... Previous studies have suggested that consumers respond positively to a high esthetic value appearance [18] and prefer products with enhanced esthetics [14]. People have a high preference for taste when food is visually more attractive [19]. When food is plated as more attractive, consumers also prefer to eat and pay more money [20]. ...
Background
Emotional eaters eat to relieve their emotions. However, food also contains esthetic information. People generally perceive ugly food as unhealthy and unpalatable. Does the esthetic information of food influence an emotional eater’s desire for food in a negative emotional state? In particular, do they have the same lower eating intentions for low esthetic food as non-emotional eaters?
Objective/Design/Measures
Based on these questions, the present study examined whether the esthetic value of food influences emotional eaters’ desires for food. The experiment used a 2 (eating type: emotional eating vs. non-emotional eating) × 2 (food style: high esthetic vs. low esthetic) mixed experimental design. We measured the emotional and non-emotional eaters’ eating intentions for different esthetic foods when experiencing negative emotions.
Results
The results showed that emotional eaters have higher intention to eat high esthetic foods. However, they did not have a high eating intention for all foods, and their eating intention did not differ from that of non-emotional eaters when faced with low esthetic food.
Conclusion
In conclusion, food esthetic value can affect individual eating intentions. Even for emotional eaters who are in a negative mood, they also did not have a higher eating intention for low esthetic food compared with no-emotional eater.
Level of evidence
Level II: controlled trial without randomization.
The craving to eat is a complex phenomenon influenced by biological, psychological, and environmental factors. This study investigates the impact of colour on the craving to eat, considering individual factors such as gender, age, body mass index (BMI), and dieting status. The study involved 702 adult participants from two major cities in Turkey who completed questionnaires assessing their craving to eat and their perceptions of various food and tableware colours. The results indicated that women, young adults, individuals with obesity, and those on a diet tend to have a higher craving to eat. The study also found that the colours of food and tableware can significantly affect the craving to eat. For instance, red food increased the craving to eat, while black and grey foods decreased it. Black tableware increased the craving to eat, while yellow and green tableware decreased it. The effect of colour on the craving to eat also varied depending on gender, age, BMI, and dieting status. The study concludes that the craving to eat is a multifaceted phenomenon and that colour plays a significant role in influencing it. The findings of this study have important implications for the development of strategies to promote healthy eating habits and manage weight. The study also highlights the need for further research to understand the complex relationship between colour and eating behaviour.
Purpose
This study aims to analyze the push and pull factors and its relationship with the theory of planned behavior about non-vegetarians’ intentions to buy plant-based meat products. Previous studies seldom explored the intention of non-vegetarians’ intention to buy plant-based meat products.
Design/methodology/approach
An online survey was conducted among 447 non-vegetarians to investigate these relationships. Partial least squares-structural equation modeling (PLS-SEM) was employed to scrutinize the data.
Findings
Among the push factors product safety and flavor positively influence consumers’ attitude, whereas environmental protection and flavor positively influence subjective norms. Animal welfare, environmental protection and flavor positively influence perceived behavioral control. Among the pull factors, curiosity, product nutrition and price positively influence consumer attitudes toward plant-based meat products. Curiosity and price also positively influence subjective norms, but only product nutrition positively influences perceived behavioral control. On the other hand, the results also confirm that non-vegetarian customers' intentions to buy plant-based meat products is primarily influenced by attitude and perceived behavioral control, whereas subjective norms do not influence the intention to buy plant-based meat products. This study also reveals that there exists a moderating influence from perceived behavioral control between attitude and intention to buy plant-based meat products, whereas the moderating effect of perceived behavioral control on subjective norms and intention is insignificant.
Originality/value
The findings of this study offer practical recommendations for persuasive marketing strategies associated with plant-based meat substitutes.
Since it premiered in June 2018, Yellowstone has become one of the most popular series on television. Because fandom and food go together, given the rise of popular culture cookbooks featuring main courses, sides, appetizers, desserts, and drinks from and inspired by beloved series, it is no surprise that two cookbooks were published recreating what the Duttons eat on Yellowstone. This article investigates the political ideology associated with the food in the two Yellowstone cookbooks. It draws on recent literature in the fields of sociology, psychology, marketing communications, and consumer culture that has explored the relationship between political affiliation and eating behaviours demonstrating that the polarisation of political ideology extends to consumers’ preferences. It postulates that even though Yellowstone fans have been said to lean conservative and the series has been labelled as “red state” and “Republican,” the food in the cookbooks appeals to conservatives and liberals. The paper reviews current research on politics and food values, examines the paratextual relationship that exists between culinary and cinematic texts, and addresses nutrition, taste, and price in the corpus of analysis.
Purpose
Many studies have demonstrated that consumers tend to reject “suboptimal foods” (SF), despite the foods being suitable for human consumption. This study integrated the value–belief–norm (VBN) model and the theory of planned behavior (TPB) to analyze Taiwanese consumers’ purchase intention of SF and the factors that influence it, including values, beliefs, personal norms, attitudes, subjective norms, and perceived behavioral control. The integrated model also considered the influences of consumers’ “motivations to reduce food waste” and “situational factors.”
Design/methodology/approach
We surveyed 308 Taiwanese consumers by using an online Google Forms questionnaire. Structural equation modeling was performed to investigate the proposed integrated model.
Findings
The empirical results indicated that the integrated VBN and TPB model had high exploratory power for explaining consumers’ purchase intention of SF. Additionally, it revealed consumers’ personal norms and their motivations to reduce food waste to determine their attitude toward purchasing SF.
Originality/value
In addition to establishing an integrated VBN and TPB model, this study considered other factors that may influence consumers’ attitude toward purchasing SF. Our findings contribute to the understanding of Taiwanese consumers’ attitude toward and purchase intention of SF and identify relevant influencing factors. Our findings can be applied to foster appreciation among consumers toward SF and persuade them to purchase SF.
TR: Aşçıların özenle tasarladığı ve insanların günümüzde sosyal medya paylaşımlarında da karşımıza çıkan yemekler tabağa özenle yerleştirilmeden önce bir tasarım sürecinden geçmektedir. Tabaklanan ve sunulan yemeklerin insanları etkilemesi bu yemeklerin tasarımının başarısına, malzemelerin harmonisine bağlıdır. Yemek tasarımı ilkelerine uyan ve bu konuda
yetenekli aşçılar tüketicileri etkileyerek başarı sağlayabilir. Yapay zekanın giderek hayatımıza
dahil olduğu günümüzde gastronomi alanında da bu yapay zeka ürünlerinden faydalanmak
mümkündür. Aşçıların tasarım süreçlerinde kullanabileceği yapay zeka modellerinden biri Bing görsel oluşturucudur. Bu çalışmada Bing görsel oluşturucu kullanılarak farklı yemek görselleri
oluşturulmuş ve değerlendirilmiştir. Bing görsel oluşturucunun genel performansının oldukça tatmin edici olduğu söylenebilir. Fakat kullanırken dikkat edilmesi gereken, aşçıların istediği
yemek görseline ulaşım açısından yapay zekanın performansını olumsuz yönde etkileyebilen hususlar bulunmaktadır.
ENG: The dishes, carefully designed by chefs and now frequently encountered in people's social media posts, go through a design process before being artfully arranged on the plate. The ability
of plated and presented dishes to captivate individuals depends on the success of their design and the harmony of their
ingredients. Chefs who adhere to the principles of food design and are skilled in this area can achieve success by impressing consumers. In today's world, where artificial intelligence is increasingly integrated into our lives, it's also possible to benefit from these AI tools in the field of gastronomy. One of the artificial intelligence models that chefs can utilize in their design processes is Bing Image Creator. In this study, different food images were
created using Bing visual generator and these images were evaluated. It can be said that the overall performance of Bing Image Creator is quite satisfactory. However, it should be noted
that there are aspects to consider while using it, as the performance of artificial intelligence can negatively impact the desired food images for chefs.
Food design has long served as a means for restaurants to cater to the dietary preferences of their clientele. These designs, rooted in practicality, initially bear specific intentions from their creators, effectively acting as conduits through which chefs communicate messages to discerning palates. This comprehensive review aims to provide a meticulous exploration of the current landscape of food design, encompassing its connections to food culture and the multifaceted manifestations of processed food in terms of shapes, colors, and textures. The data draws from a substantial pool of 175 previous research articles, predominantly prioritizing high-quality sources to bolster the overall rigor of the review. Systematic organization of the literature was facilitated through Mendeley, with content analysis conducted via NVivo, and the integration of Sankey Diagrams to visualize data representation. This review unveils a compelling trend in the proliferation of food designs featuring 3D printing technology, marking a promising step forward in culinary innovation, with an increasing emphasis on the integration of artificial intelligence. This synthesis bridges the realms of food design and culinary aesthetics, forging new connections between established concepts and the latest frontiers in scientific inquiry. As the culinary world continues to evolve, this review positions itself as a significant literature contribution, offering valuable insights into the future of food design.
Purpose
This study examines the influence of Centrality of Visual Product Aesthetics (CVPA) on multi-stage food consumption and emotions under aesthetic disruption, assessing how CVPA affects consumption and whether food aesthetics moderate these behaviours and emotional responses.
Design/methodology/approach
Data were collected using qualitative interviews and quantitative experimental designs, employing a moderated mediation model for statistical analysis.
Findings
Consumers with higher CVPA are more likely to adopt multi-stage consumption for higher aesthetic food, generating greater positive emotions, both in personal experiences and when viewing food bloggers' posts.
Originality/value
This study introduces the novel concept of “multi-stage consumption” and investigates its origins and outcomes.
Background
Patients with heart failure have a greater risk of malnutrition and need an enhanced intake of nutrients.
Purpose
The purpose of the study was to describe how patients admitted to a cardiac intensive care unit with heart failure, experience the intake of a protein-enriched ice cream, served as an in-between meal, and to explore this diet supplement's nutritional relevance in these patients.
Method
In the pilot study, interviews, and collection of diaries with both a qualitative and quantitative approach were used. Inductive, qualitative content analysis was performed of the interviews while data from the diaries were analysed with descriptive analysis.
Results
The enriched ice cream supplement was perceived as appealing and tasty despite the patients illness and malaise. Different opinions about consistency were experienced according to the patients’ individual condition and they made further flavour suggestions. The patients ingested between 500 and 2550 ml each of the ice cream during the study period.
Conclusion
The patients’ experiences can be valuable in order to improve the in-between meal/food snack thus improving the nutritional status of weak patients lacking appetite. The method used requires to be further developed to assess nutritional relevance for patients when consuming a protein-enriched ice cream.
Bentham Briefs in Biomedicine and Pharmacotherapy showcases the latest developments and techniques in the fields of pharmacology and healthcare, presenting them in distinctive volumes. Each volume offers a concise, focused overview of subjects, authored by experts in the field. The book series serves as an anthology for graduate students and researchers in pharmacology and life sciences, as well as medical professionals seeking specialization for research-related projects.
The second volume, Botanicals and Natural Bioactives: Prevention and Treatment of Diseases, discusses the medicinal applications of natural bioactives in the treatment of a variety of physiological disorders, including cardiovascular diseases, neurological dysfunctions, infectious diseases, age-related diseases, and cancer. The volume has eight chapters on disease treatment and preventative measures, with contributions from more than twenty experts. Readers will comprehend the niche utilization of botanicals and natural bioactives as medicinal agents for a variety of ailments. Overall, the chapters dwell on the chemosensory features of nutritious foods to avoid non-communicable diseases and the role of immunomodulating natural products and botanicals in the prevention and treatment of skin diseases, aging, inflammation, cancer, parasitic infections in the bloodstream, neurodegenerative diseases, osteoporosis, coronary heart disease, and autoimmune disorders. The variety of topics covered in this book makes it an excellent resource for a wide audience interested in phytomedicine.
The global increase in obesity rates has prompted the implementation of numerous nutritional policies and interventions aimed at improving dietary habits. This study proposes an innovative approach that can guide future research on promoting dietary health. Specifically, the present study investigates the impact of plating aesthetics on the evaluation of healthy and unhealthy foods by consumers from Eastern and Western cultural backgrounds. The study collected valid data from 181 Chinese participants and 177 participants from the USA. The results indicated that both Easterners and Westerners agreed that the healthy foods plated with classical aesthetics appeared healthier than those plated with expressive aesthetics. Furthermore, for healthy foods, Western participants expected classical aesthetics plating as tastier than expressive plating, whereas Eastern participants expected expressive aesthetics plating to be tastier than classical plating. In conclusion, the results suggest that the type of plating aesthetics can influence consumers’ evaluation of different foods, and this evaluation differs depending on cultural background. Thus, aesthetic plating may be an ally in the worldwide promotion of healthy eating when combining healthy food with an aesthetic plating design that maximizes food enjoyment for multicultural groups.
The aim of this chapter is to determine the influence and relationship that exist between visual food images and behavioural intention to visit a restaurant. The focus of this study involved the observation of variables, which is presentation of food visually. This study was conducted in Shah Alam. A set of questionnaires containing 37 items was distributed to 372 respondents in Shah Alam area. This study is using close-ended questionnare. The construct for this study is, the visual food images and followed by the dimension which is presentation of food images to determine the behavioural intention to visit the restaurant. The results found that the presentation of food are positively influences peoples’ behavioural intention to visit the restaurant. Understanding the influences of online food images leads to understand people’s behavioural intention.KeywordsOnline food imagesPresentation of foodBehavioural intention
Besin sunumunda yapılan küçük değişiklikler besin seçimlerini etkileyebilmektedir. Bu araştırmanın amacı tabak renginin besin algısına etkisini belirlemektir. Araştırmaya 18 yaş üstü 40 gönüllü kız öğrenci katılmıştır. Araştırmada siyah, beyaz, kırmızı renkte, her renkten iki tane, 17 cm çapında, desensiz, toplam altı tane düz tabak kullanılmıştır. Tabakların üç tanesine düzenli, diğer üç tabağa ise dağınık bir şekilde boyutları birbirine yakın bir ızgara köfte (30g) ve üç dilim kızarmış patates (30g) koyulmuştur. Her katılımcıdan bir tane tabak seçmesi ve seçtiği tabaktaki besinleri çekicilik, deneme istekliliği, beğeni ve baharat algısı açısından değerlendirmesi istenmiştir. Değerlendirme için görsel analog skalası (1 en kötü-9 en iyi besin algısı) kullanılmıştır. Katılımcıların çoğunun (%70) düzenli tabağı tercih ettiği saptanmıştır. Kırmızı tabaktaki besinlerin çekicilik, isteklilik ve beğeni algısı siyah tabağa göre önemli düzeyde daha yüksektir (p<0,001). Kırmızı, beyaz ve siyah tabaklar arasında besinlerin baharat algısı açısından önemli düzeyde fark yoktur (p>0,05). Araştırmanın sonucunda; besinlerin kırmızı tabakta sunumunun besini deneme isteğini, çekiciliğini, beğenisini arttırdığı bulunmuştur.
Four experiments were conducted to assess the effect of food color on flavor identification of noncarbonated beverages and to assess the interactive effect of food color and flavor levels on the perceived flavor intensity and hedonic quality of beverages and cake. Results showed that color masking dramatically decreased flavor identification of fruit-flavored beverages, while atypical colors induced incorrect flavor responses that were characteristically associated with the atypical color. In addition, the color level of beverages had significant effects on their overall acceptability, acceptability of color and of flavor, as well as on flavor intensity. The same results were shown with cake samples, with the exception that a significant interaction of color and flavor level was observed on overall acceptability. Correlational analysis on the subjective dimensions showed that the overall acceptability of both the beverage and cake products was more closely associated with ratings of flavor acceptability than with ratings of color acceptability. In addition, a test of the effect of colorant safety information showed that such information did not decrease any aspect of a product's acceptability.
The effect of color on the expected and experienced refreshment, intensity, and liking of lemon, mint, and vanilla beverages was studied. Subjects rated the expected and actual taste of brown lemon and mint solutions as less refreshing than the tastes of differently colored solutions of the same flavor. However, the refreshment ratings (expected and actual) of the brown vanilla beverage were not different from those of the vanilla beverages of other colors. Liking ratings also depended on color in a manner similar to that of the refreshment ratings. Intensity ratings also varied with color. However, unlike when subjects smell solutions rather than taste them, colored solutions were not judged as more intense than colorless ones. In fact, the clear solutions were judged as strongest.
Certain colors are seen as corresponding to, and thus appropriate to, certain odors (e.g., red for cherry odor). When colors accompany odors, our perceptions of the odors are changed. Appropriate colors often affect our perception of the odors differently from inappropriate colors. This paper discusses the literature on color–odor correspondences including possible causes of these correspondences. It then reviews findings on the influence of color on odor identification, odor discrimination, odor intensity, and odor pleasantness. Color's effect on both orthonasal and retronasal olfaction is discussed. A model for how color exerts its effects on odor is proposed.
The effect of color on sweetness perception, flavor intensity, acceptability and thirst quenching was evaluated. The various studies included the development and administration of a questionnaire, preliminary sensory panel studies, three sensory panels of 20 subjects each and finally 3 consumer type taste panels of from 59–121 subjects each.
The questionnaire indicated that consumers thought the sweetest beverages and those colored brown, red and orange would satisfy thirst the most. The association of sweetness with thirst quenching ability was an unexpected result but one that was validated in several of the panel studies which followed.
The preliminary study done with a full factorial design showed that the samples with the lowest levels of acid and sugar as well as a combination of those with the lowest color and lowest sugar provided the greatest perception of thirst quenching.
A series of small sensory panel studies of 20 subjects each allowed the further definition of the most appropriate color space. Samples were then reformulated to achieve this spacing and 3 larger consumer type panels were conducted. Sweetness and perceived ability to quench thirst were found to be significantly affected by color in two of the three panels while flavor intensity and acceptability were found to be significantly affected in only one panel. These results indicate that color is related to quality characteristics other than appearance and should be considered in decisions affecting such characteristics.
The failure of taste tests to predict the market performance of new food products (cf. Burger King's new french fries, New Coke) illustrate the inability of marketing researchers to perform such tests effectively. Food scientists, with their expertise at testing the sensory effects of foods, can make an important contribution to the ability of food producers to predict consumer preference and choice. However, for their experiments to have the needed external validity to achieve such marketing objectives, food scientists must incorporate into their experiments certain elements of consumer purchase behavior and the marketing context in which food products are considered for purchase. In this paper, we discuss those aspects of consumer choice behavior and the marketplace that are pertinent to accurately predicting consumer food purchase behavior, and how they may be incorporated into experimental studies aimed at predicting food preference and choice.
Describes how 48 subjects participated in experiments to
investigate the effect of visual cues in identifying odours. The
subjects were first instructed to describe the odour of six fruit
solutions, four of which were inappropriately coloured. Second, they
were presented with a series of fruit solutions which varied in odour
and colour intensity and were asked to rank them in order of odour
strength. For the control sets, the odour and colour strengths were
compatible; in the experimental sets the odour strength and colour
intensity were conflicting. The results of the first experiment indicate
that the identification of fruit odours proves significantly more
difficult when the colour of the solution is inappropriate (p
< 0.05) and in the second experiment more subjects rank the solutions
in the correct order when the colour intensity and odour strengths are
compatible than when they are conflicting. Visual cues are found to
influence odour judgements significantly and, when presented with
conflicting stimuli, the visual cues appear to override the olfactory
sense and distract the subjects from making the correct assessment.
In 2 experiments, 3 tasteless food dyes (red, yellow, and brown) were used to color carbonated water and white (colorless) birch beer. 100 adults (mostly college age) were requested to taste the preparations and judge the flavor to assess the influence of the colors on taste perception. This influence was clearly in evidence when the Ss tasted the birch beer, but little effect was seen with the carbonated water. Red had a greater ability to generate color-oriented responses than yellow. (5 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
The influence of color on flavor was investigated using 310 untrained volunteers who each judged the flavor of 1 of 8 beverages. Artificially flavored raspberry and orange beverages were either left uncolored, or colored red, orange, or green. Color had a significant influence on the identification of both flavors, although every combination of color and flavor was identified correctly beyond the level expected by chance. Performance was degraded equally when beverages were uncolored, and facilitated equally when beverages were appropriately colored. Unusual color-flavor combinations reduced the identification of raspberry flavor more than that of orange flavor. The influence of color was particularly salient because tasters were aware that the color of the beverage might be inappropriate to its flavor.
In this paper, we review the empirical literature concerning the important question of whether or not food color influences
taste and flavor perception in humans. Although a superficial reading of the literature on this topic would appear to give
a somewhat mixed answer, we argue that this is, at least in part, due to the fact that many researchers have failed to distinguish
between two qualitatively distinct research questions. The first concerns the role that food coloring plays in the perception
of the intensity of a particular flavor (e.g., strawberry, banana, etc.) or taste attribute (e.g., sweetness, saltiness, etc.). The second
concerns the role that food coloring plays in the perception of flavor identity. The empirical evidence regarding the first question is currently rather ambiguous. While some researchers have reported
a significant crossmodal effect of changing the intensity of a food or drink’s coloring on people’s judgments of taste or
flavor intensity, many others have failed to demonstrate any such effect. By contrast, the research findings concerning the
second question clearly support the view that people’s judgments of flavor identity are often affected by the changing of
a food or drink’s color (be it appropriate, inappropriate, or absent). We discuss the possible mechanisms underlying these
crossmodal effects and suggest some of the key directions for future research in order to move our understanding in this area
forward.
KeywordsFlavor-Taste-Color-Perception-Crossmodal-Multisensory-Expectancy-Attention
Three different classes of variables, namely the food, individual and situation, contribute to the appreciation of food. A dish, Chicken à la King and Rice, prepared from identical ingredients and to a standard recipe, was served to consumers in a variety of settings ranging from a residential home for the elderly to a 4-star restaurant. Local custom and procedures for the service and consumption of the dish were observed and diners asked to rate its acceptability. Results show that location contributed significantly (P<0.009) to overall acceptability. A hierarchy of locations emerge with upscale restaurants receiving higher scores than institutional settings. Gender did not appear to contribute to the variance although, in general, younger people tended to give lower ratings.
Two studies investigated the effect that the arrangement of food on a plate has on liking for the flavor of the food. Food presented in a neatly arranged presentation is liked more than the same food presented in a messy manner. A third study found that subjects expected to like the food in the neat presentations more than in the messy ones and would be willing to pay more for them. They also indicated that the food in the neat presentations came from a higher quality restaurant and that more care was taken with its preparation than the food in the messy presentations. Only the animal-based food was judged as being more contaminated when presented in a messy rather than a neat way. Neatness of the food presentation increases liking for the taste of the food by suggesting greater care on the part of the preparer. Two mechanisms by which greater care might increase liking are discussed.
We investigated the effect that the parameters of luminance distribution in fresh food have on our visual perception of its freshness. We took pictures of the degradation over 32 h in freshness of a cabbage. We used original images, which were patches of the pictures taken at different sampling hours, and artificially generated pictures, called "matched images," created by fitting the luminance histogram shape of the original image (taken at the 1st hour) to those at various freshness stages using a luminance histogram-matching algorithm. Nine participants rated the perceived freshness of the original and the matched images on a scale of degradation. As a result, we found that the participants could quantitatively estimate the degradation in freshness of the cabbage simply by looking at the presented images. Some parameters of the luminance histograms monotonically change with decreasing freshness, indicating that the freshness of cabbage can be estimated using these parameters. However, the freshness ratings for the matched images after the 8th hour of degradation had lower modification than those for the respective original images. These results suggest that the luminance distribution in the vegetable texture partly contributes to visual freshness perception but other variables, such as spatial patterns, might also be important for estimating visual freshness.
The effects of color on odor identification were tested under color appropriate, inappropriate, and blindfolded conditions. Subjects made fewer errors in identifying solutions that were colored appropriately (e.g., red-cherry) than in either the blindfolded condition, where there were no color cues, or the inappropriate color condition (e.g., red-lemon). Identification accuracy was greatest for typical odor-color combinations (e.g., red-cherry) compared with appropriate but nontypical odor-color combinations (e.g., red-watermelon). Response latencies were fastest for odors in the appropriately colored solutions. Subjects also rated appropriate color-odor combinations as most pleasant. However, this effect is probably due to the increase in identification accuracy of the appropriately colored solutions. In all three conditions, correctly identified odors were liked more than odors that were not correctly identified. Thus, color is an important perceptual variable in odor identification because it biases subjects toward a color category that facilitates identification if the color is "correct". This ability to identify an odor in turn influences the affective response to the odor.
In two independent demonstrations, pre-prepared food was served in different environments: first, identical prepared meals were served in both a training restaurant and in a student cafeteria; second, a prepared main dish was served in a food science laboratory class, and as part of an entire meal in two student cafeterias and in a training restaurant. In the training restaurants and in the student cafeterias, people selected and paid for their meals. The acceptability ratings of the food served varied across the three different environments in the following order: restaurant>laboratory>cafeteria. Differences in acceptance were attributed to contextual effects and the expectations they produce, actual product differences, and a number of possible covariates. Ratings of sensory attributes tended to mirror the acceptability effects. The difficulty of comparing contexts within actual food service systems is discussed.
The interaction between the vision of colors and odor determination is investigated through lexical analysis of experts' wine tasting comments. The analysis shows that the odors of a wine are, for the most part, represented by objects that have the color of the wine. The assumption of the existence of a perceptual illusion between odor and color is confirmed by a psychophysical experiment. A white wine artificially colored red with an odorless dye was olfactory described as a red wine by a panel of 54 tasters. Hence, because of the visual information, the tasters discounted the olfactory information. Together with recent psychophysical and neuroimaging data, our results suggest that the above perceptual illusion occurs during the verbalization phase of odor determination.
In studies of hedonic ratings, contrast is the usual result when expectations about test stimuli are produced through the presentation of context stimuli, whereas assimilation is the usual result when expectations about test stimuli are produced through labeling, advertising, or the relaying of information to the subject about the test stimuli. Both procedures produce expectations that are subsequently violated, but the outcomes are different. The present studies demonstrate that both assimilation and contrast can occur even when expectations are produced by verbal labels and the degree of violation of the expectation is held constant. One factor determining whether assimilation or contrast occurs appears to be the certainty of the expectation. Expectations that convey certainty are produced by methods that lead to social influence on subjects' ratings, producing assimilation. When social influence is not a factor and subjects give judgments influenced only by the perceived hedonic value of the stimulus, contrast is the result.
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Garnishing results through attractive food presentation. Paper presented at the meeting of the NRA Educational Foundation
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Foodservice organizations. A managerial and systems approach Upper Saddle River Does food color influence taste and flavor perception in humans? Chemosensory Perception
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Expectations and the food industry. The impact of color and appearance
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